Retail adult incontinence saw dynamic growth over the review period and this continued into 2020. Consumers have become increasingly familiar with these products, while they have also become more widely available both in modern grocery retailers and health and beauty specialist retailers.
Light adult incontinence was the most dynamic category in 2020, albeit with growth coming from a lower base than moderate/heavy adult incontinence. One factor behind the category’s dynamism was the fact prices continued to fall in 2020, putting them within reach of more consumers.
Bella-Trade TOV and Essity AB continued to dominate retail adult incontinence with their Seni and Tena brands, respectively. The Seni brand is relatively well-known throughout the country, successfully operating within both light and moderate/heavy adult incontinence.
Retail adult incontinence is projected to continue recording dynamic growth in retail volume terms over the forecast period, driven by growing awareness and acceptance of these products, but also their increasing affordability. Driven by strong price competition, prices are expected to continue falling, with the average unit price of light adult incontinence expected to fall below that of sanitary protection by the end of the forecast period.
Light adult incontinence is projected to remain the most dynamic category in retail volume terms. These products are expected to benefit from a sharp drop in prices which should open them up to a wider audience.
Health and beauty specialist retailers is likely to remain the most important distribution channel for retail adult incontinence in Ukraine over the forecast period. These stores typically offer the widest range of options, the lowest prices, and the availability of trained sales staff to offer advice.
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This report originates from Passport, our Incontinence research and analysis database.
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